Timberland steps into spring 2017 with an all-new, fully integrated advertising campaign that utilizes dance and movement to showcase the flexibility and style of its proprietary SensorFlex™ comfort system.
The brand enlisted up-and-coming dancer/choreographer Virgil Gadson, a Philadelphia native who won viewers’ hearts as a finalist on season 12 of the FOX hit “So You Think You Can Dance,” to serve as front man for the campaign. Demonstrating the mind-bending flexibility of his craft, Gadson is photographed against a stunning city backdrop in a deep backbend, hovering inches above the ground, wearing the featured Timberland Killington Sneakerboot.
“When people think of Timberland, words like ‘rugged,’ ‘heritage” and ‘quality’ come to mind,” said Jim Davey, V.P., Global Brand Marketing for Timberland. “But the spring SensorFlex campaign showcases a new Timberland with lighter, more modern looks that can be worn in all four seasons, day to night, for any occasion. Highlighting flexibility in a dramatic way is a great way to surprise consumers with the versatility of the Timberland brand.”